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Work Background
Sight AgencyDirector of Brand & Communications
Mar. 2025Singapore, SingaporeWith over 10 years of experience in the Marketing and PR industry, including more than 5 years dedicated to driving marketing and PR strategies for experiential agencies, I specialize in creating visibility and fostering brand engagement for Sight and its global clients. Sight has recently been awarded the title of Best Boutique Agency at the Campaign Asia-Pacific Event Marketing Awards.
INVNT GROUPDirector of Marketing & PR, APAC (Role impacted by redundancy)
Jul. 2024 - Nov. 2024•Drove the Experiential Marketing-centric PR & Marketing strategies to grow INVNT’s agency presence in the APAC (Singapore and Sydney), • Wrote and managed entries for the region, driving wins including Campaign Asia GOLD Event Marketing Agency for SEA. • Client marketing & PR support for: Emirates, Live Nation, Automobili Lamborghini, Netflix, COP28UAE, and more. • Supported Business Development teams in partnership and project pitches. • Managed INVNT x SXSW Sydney Marketing + PR initiatives, including 100 industry-leading panelists, 40 panels, across 4 days on the Tech & Innovation Discovery Stage.
[INVNT GROUP]Senior Marketing & PR Manager, APAC
Aug. 2022 - Jul. 2024Drove [INVNT GROUP]'s PR and Marketing impact across the Asia Pacific, with a focus on elevating the work of the Sydney and Singapore teams.
ImaginationSenior Communications Manager
Jan. 2022 - Dec. 2022• Planned, developed, maintained communication plans and digital asset executions for client events and experiences. • Led the Demand Generation digital content, communications plan, and asset execution for AWS Summit 2022. • Key events: AWS (Amazon Web Services) Summit - lead and attendance drive, BlueScope steel Virtual Summit, Commonwealth Bank of Australia Momentum Sustainability Conferences. • Led the execution of PR and Marketing strategies for Imagination Australia and supported the Imagination Global (London) team.
Rebel and SoulSenior Content and PR Manager (Role impacted by COVID-19)
Jan. 2020 - Dec. 2020SingaporeRebel & Soul is the world's first Neuroexperience agency, applying neuroscience methodologies to create memory-inducing, multi-award winning marketing moments that stick on the brain for an entire lifetime. Alongside managing the content marketing and PR for Rebel & Soul and its clients across South-East Asia, I supported the activation of The Macallan Experience APAC, creating the regional marketing toolkit (including campaign assets, templates and website UX and design) for the local markets – Singapore, Hong Kong, China, Taiwan, Japan, Vietnam and Australia – to execute. The result was five gold awards (most creative experiential, most creative events, most creative customer engagement, most effective experiential, most effective events) from the Marketing Interactive South-East Asia awards.
InStitchuHead of Content Marketing (Australia, New York City, New Zealand)
Jan. 2018 - Dec. 2020Sydney, AustraliaManaged, led, and created partnership relationships and deals with global brands such as the NBA, Dollar Shave Club, Charity: Water. • Managed 100% of the internal branded content strategy, creative direction, and execution for InStitchu’s digital, video, offline, and paid media platform. • Developed PR opportunities, developed community, managed the influencer program, and built media relationships to achieve media coverage across Australia, New Zealand, and North America.
W Hong KongAssistant Manager, Public Relations and Marketing
Jan. 2017 - Dec. 2018Hong Kong• Event management, creative direction, and budget management for W Happenings, experiential city activations, KOL city tours, and regional hotel launches. • Drove media exposure by managing English Media PR coverage and building relationships with Chinese and English media and other global W Hotels. • Managed video shoots with various media to promote W Hong Kong's restaurants, bars, and MICE offerings. • Managed partnership relationships to amplify awareness of the W Hong Kong brand - partners included the CFDA, Marimekko, and HAERFEST. • Managed hotel stays for celebrities and KOLs/influencers and analysing return on investment for complimentary hotel stays.
NinthDecimalClient Success Manager
Mar. 2015 - Jul. 2017Greater New York City Area• Monitored the success of location based Mobile Marketing campaigns by analysing results against KPIs, CPA goals, and revenue gains. • Supported a sales representative in driving 8.2MUSD of revenue by simultaneously managing 25 mobile location based campaigns - key clients of Universal Orlando, Pernod Ricard, GSK, HBO, Chase Bank. • Digital Campaign performance reporting and working with measurement, analytics and insights to analyse performance and improve results • Supported Sales Representatives to run campaigns across Rich Media, Mobile Video, Real Time Bidding, DSPS, and Ad Exchanges.
MindshareBusiness Executive
Dec. 2013 - Feb. 2015•Cross channel (digital, television, radio, print) planning and buying and establishing both brand and acquisition media strategies across UBank, Nab Trade, Foxtel and Hong Kong Tourism Board accounts •Key contact on team for eDM activity •Managed and trained and assistant •Key contact for financial affiliate marketing coordination •Set campaigns live through trafficking creative material and creating digital tags on DFA •Weekly digital reporting and presenting results and recommendations to clients •Manage client invoices •Google Adwords certified •Digital executive/key point of contact for Hong Kong Tourism Board account-manages 100% of Hong Kong Tourism Board Digital and Offline activity •Management and coordination of search team and their activities for Hong Kong Tourism Board •Television and radio spot buying
MindshareMedia Assistant
Feb. 2013 - Dec. 2013•Assists in coordination of media buying and planning activity across UBank, Nab Trade, Land Rover, Jaguar, Five Star and Randstad accounts
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